Have you ever stopped and really asked yourself – why would someone want to come and work here?

I’m not talking about the standard pitch – “we’re a great team”, “we’re growing”, or “we’ve been around for years”. That’s not enough anymore.

In a candidate-driven market, where skilled professionals have options, you need to stand out. Because from the outside looking in, your business might just look like every other company doing similar work, in a similar way.

So what makes someone say – “I want to work there”?

Let’s break it down:

Salary – Yes, it’s a big driver. You don’t have to be the highest payer, but you do need to be competitive.

Environment – Are you offering flexibility? Is it a positive space to work? Is there a culture of support and development?

Progression – Can people see a future? Are there examples of internal promotion? Or will they be doing the same role for 5 years?

Benefits – Even the basics. Is there free parking? What’s the pension like? Any health support? Bonuses? Training budget?

Reputation – What do candidates say about you after an interview? What do former employees say about you now?

Work-life balance – Are you open to hybrid working? Do people take lunch breaks? Is overtime the norm or the exception?

Holidays & time off – 20 days plus bank holidays isn’t cutting it anymore.
Candidates are looking at 25+ with birthday days off, time in lieu, and proper sick pay.

All of these are questions candidates are actively asking.

It’s a bit like interviewing two candidates – one who ticks the basic box, and another who does the same plus brings extra value, new ideas, and better long-term potential. Who would you hire?

Your business needs to see itself through that lens. Because candidates are already doing it.

It’s not always about the money, but it is always about value.

So, ask yourself, if you were applying for a role at your company today, would you choose you?